For these digitally-capable consumers, an omnichannel experience is something that they take for granted when interacting with a brand online.

Businesses need to ask themselves, do we currently offer an effective omnichannel experience?

What is an omnichannel experience?

Rather than multi-channel or cross-channel marketing, which covers the distribution of messages across multiple channels, an omnichannel approach relates to a consistent experience across both online and offline platforms.

A few decades ago, brands could get away with a one-size-fits-most approach to their marketing.

Today, an organisation’s messaging needs to be responsive, adapting to platforms in the same way that a responsive website design adapts to the device that it’s being viewed on.

While it has its roots in retail, an omnichannel approach is relevant to any business with an online and offline presence.

A successful omnichannel experience will maintain consistency whether a customer arrives at a bricks-and-mortar office or store, visits a website, downloads an app, follows a social account or uses an online booking system.

How can you achieve an omnichannel experience?

There are a number of ways that a business can offer its customers an omnichannel experience.

Uniformity

Brands need to be constant, consistent and coherent.

This means having the same tone of voice, delivering the same information and retaining the same look and feel on all platforms, both online and offline.

Better CX

If you take out the digital aspect of this process, all we’re really asking is for customers to experience the best of your business wherever they encounter it.

By using best-practice user-experience design principles you can take the successful aspects of a business and replicate them online.

Personalisation

The purpose of creating an omnichannel experience is to attract and retain new customers.

The best way to do this is by personalising your message so that it speaks directly to their wants and needs.

Integrated email, content and social media marketing strategies will allow you to customise your messaging, collect data and use it to improve the customer experience even further.

An omnichannel experience that gets results

Once you’ve achieved a seamless omnichannel experience you can start to reap the rewards.

According to a recent survey, businesses offering a consistent omnichannel experience are reporting a 91% customer retention rate.

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